Labels and trust: The Europe brand — the influence of territory on consumer attitudes toward labels[Labels et confiance : La marque Europe : influence du territoire sur l’attitude du consommateur envers les labels]

The context of this research focuses on so-called "responsible/sustainable" consumption among French consumers and is situated within the perspective of local versus global (in this case, European) consumption. The chosen focus concerns European labels and brands viewed as signals of trust for consumers. The objective is to determine the influence of territory on the transition from intention to actual behavior. This behavior may range from simple intention or attitude to long-term commitment toward labels promoting responsible consumption. The methodology is qualitative and is based on a three-hour roundtable involving twelve stakeholders (consumers, producers of goods and services, and professionals in responsible communication). The findings highlight the influence of territory—at its different levels—on the purchasing process and the move to action, depending on the product categories considered. The study also identifies brand-related variables that influence consumer behavior in the context of responsible purchasing.